SAIF Golden Charter

Older generation demand choice

The results of a nationwide survey have indicated that if people were choosing a personalised picture coffin for a loved one, nearly a quarter of people aged over 70 (23%) would opt for cardboard, whereas just 8% of young people aged 18-24 would make the same decision.

This result is in stark contrast with the options the different age groups have actually been offered. When respondents who have organised a funeral were asked what type of coffin they were offered by funeral directors, 87% of over 70s found themselves being offered a traditional “plain” wooden coffin.

Only a very small number of that generation, who have arranged a funeral, said they were given the choice of a personalised cardboard coffin (1%) or plain cardboard coffin (5%).

Nearly half (48%) of the 18-24 year olds said that if they were to choose a personalised coffin, they would choose one to be made from wood, far higher than just 36% of over 70s who opted for wood.

The results were revealed in a survey of more than 2,100 adults, ranging from age 18 to 70+, who were interviewed in a YouGov Omnibus survey, carried out on behalf of Colourful Coffins.

Mary Tomes, Managing Director of Colourful Coffins, says the figures highlight the fact that to meet the changing needs of their customers, funeral directors could benefit from being more flexible in the products they supply and could also consider targeting different age groups with different ranges.

“We found the survey results really revealing and we wanted to share them with funeral directors to help them know what families today are looking for,” she said.

“As the baby boomers hit their 60s and 70s, they are breaking traditional barriers by demanding more choice and they are much more open to new ideas than perhaps the industry currently gives them credit for.”

Although the number of 18-24 year-olds who had to organise a funeral was too small to be included in the statistics, 25-39 year-olds who have arranged a funeral reported funeral directors gave them much more choice when it came to choosing a coffin for a loved one.

Nearly one in five were given the opportunity of a personalised or plain wicker coffin (19%) and 11% were offered plain or personalised cardboard. Only 63% of 25 to 39 year olds who have arranged a funeral said they were offered a traditional plain wooden coffin – a big difference to the 87% for 70+ year olds.

Looking at wider funeral choices, when asked whether they would prefer a traditional coffin or a personalised one, one in four (25%) of 18-24 year-olds and 18% of 25-39 year-olds said they would opt for a personalised coffin for themselves, with 40% of 18-24 year olds saying they would like their own customised coffin decorated with family photos.

Keeping an eye on funeral costs was more important to the younger generation, with nearly twice as many 70+ year olds saying they would not consider DIY options to save money (37%), compared to the 18-24 year olds (19%).

Methods of keeping costs down that 18-24 year olds would consider include not using a funeral director (18%), booking the church or crematorium themselves (29%), buying bunches of flowers rather than formal arrangements (29%) and asking a family member or friend to lead the service (23%). They were also keen to make savings by hosting the wake at a family or friend’s home (38%) rather than at a venue.

Mary added: “I think what the results show is that today’s younger generations are taking a ‘pick and mix’ approach to funerals.

“On the one hand, they clearly want more control and are prepared to make changes to save money, but they also like certain elements of formality.

Higher numbers of younger people thought a funeral should be a more formal, sombre occasion with mourners wearing dark clothes, contrasting with the preference for older generations who want to celebrate a life with a colourful dress code.

“Not surprisingly, older people are more likely to choose a religious service, no doubt reflecting the fact that many of them were brought up in a churchgoing tradition, but it is absolutely clear that they also want more choice in the funeral arrangements and options available.

“We hope that these results will be useful in helping funeral directors to broaden their offering for all generations and for families to be able to be given the wide range of choice that it seems they really do want.”